Audiences are becoming increasingly fragmented, splitting their time between a myriad of media choices, channels and platforms. This, combined with the growing availability of on-demand, self programming and search, means we are moving beyond personalised to individualised viewing. As such, both the TV and advertising industries are facing unparalleled levels of complexity, dynamic change and pressure to innovate; if they are to reach audiences when, how and with the appropriate content consumers want.
I believes that technology has fundamentally changed the relationship between brands and consumers through all channels, not just digital. Consequently interactive thinking needs to be at the heart of marketing strategy; and interactive channels at the centre of campaigns and service offerings.
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